Websites will be made for Tate & Lyle’s sugar range and Lyle’s Golden Syrup – the sugar site launching in the autumn alongside a new range of packaging.
Approached by Tate & Lyle and invited to pitch, the London-based consultancy was briefed to encourage Tate & Lyle sugar customers and Lyle’s Golden Syrup customers to ‘cross purchase’ through the sites.
The domain, www.tasteandsmile.co.uk, will first host an interim site, which launches in the autumn and involves reskinning and repatriating existing content. A full site is set to launch in early spring next year.
Both the sugar and syrup sites are still at concept stage, but Maynard Malone account director Katie Macavoy says, ‘They will engage customers to make them aware that sugar shouldn’t be demonised and that you can still give it to children as part of a balanced diet.’
‘We also want to tap into nostalgia,’ Macavoy adds, ‘and get consumers into baking with Tate & Lyle sugar products.’